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Appeared on: Tuesday, November 23, 2004
Intersil Gains BluRay Design Wins

Intersil has achieved its first design wins for the new generation of optical storage devices that will be based on the DVD successor technology BluRay.

"We already have design-wins in Asia for the new technology," Susan Hardman, VP of marketing at Intersil, told Electronics Weekly.

BluRay-based storage cannot come too quickly for the semiconductor industry, which has seen the prices of DVD-based end products and chipsets commoditize alarmingly rapidly. The adoption of BluRay-based products could push prices back up.

Hardman is engaged in creating a brand image for Intersil, which, after disposing of its Wi-Fi business and acquiring Xicor, is now a pure-play analog company.

"The challenge is that not many people know who we are," Hardman said. "ADI is known for its A-Ds and D-As, for Linear Technology its power. We have to get across to people the image of Intersil as being a broadline analog supplier."


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